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Hi
My Name is   Will

And I Help
companies to develop
winning strategies and
scalable processes

Design Leadership

Leadership development and succession, strengthening existing leaders, and building trust-based, results-driven relationships

Research Ops – Operational Efficiency, Strategy and Inovation

Having a solid research function grounded in Lean principles is essential for making innovation part of the company’s DNA.

Design System – Management and Scale

Scalability, operational efficiency, and multi-brand support, contributing to the creation and especially the governance of the product Design System.

Talent Development

Motivated people, clear goals, and progressive career development. I created an adaptable framework to assess individuals, amplify strengths, and address development areas.

Scalable Organizations -Sistemic Vision

Building the function from the ground up, along with continuous improvement across people, roles, processes, and artifacts.

Leadership focused on innovation-enabling environments

Strong results come from meaningful discussions. I focus on facilitation and on developing facilitators to ensure meetings are productive and conflicts are effectively resolved.

About me

Expertises

  • Management
  • Management 3.0
  • People Leadership
  • Agile | Scrum | Kanban | Lean
  • Holacracy
  • Facilitation and conflict solving
  • Product Management
  • Design
  • Metrics and Strategy
  • Design Thinking
  • Design System e Ops
  • Interface and Interaction Design
  • Research Ops
  • Others
  • Illustration
  • HTML/CSS/JS
  • Wordpress

Education

Associate Degree

Fatec Dom Amaury Castranho

Information Technology Management - 2014

The road so far

Professional Experience

User Experience LEADER | Locaweb

Aug 21 - Dec 25 - 4 Years

Responsible for:

  • Design chapter leadership and design strategy

  • Design System and Content System governance

  • User knowledge base and Research Operations

  • Promoting and scaling Design culture

  • Design delivery processes and quality standards

  • Transactional and relational client communication

  • Governance of wiki and tutorial content

  • Metrics, usage data, and customer satisfaction

  • Support in brand definition and reputation management

Head of Product Design - Eduzz

Agosto 2019 - Agosto 2021 - 2 years

Responsible for:

  • Chapter leadership and strategic direction

  • Definition of best practices

  • Promoting and scaling Design culture

  • User knowledge base and Research Operations

  • Coordination of human resources processes and hiring

  • Definition of metrics and assurance of design delivery quality

Lead of Product Design - Eduzz

Jun 2017 - Aug 2019 - 2 years

Responsible for:

  • Data collection, research, and user behavior mapping

  • Definition of payment product experience

  • High-fidelity prototyping and close collaboration with engineering delivery

  • Conducting research, interviews, and usability testing

  • Defining visual language across multiple channels and departments

  • Coordination of human resources processes and hiring

  • Definition of metrics and assurance of design delivery quality

Visual Designer/Front-end Dev - Nuvo Marketing LLC

Novembro 2015 - Julho 2017 - 1 year 9 months

Responsible for:

  • Website creation, sales pages, and conversion-focused landing pages

  • Mobile app design and web application design

  • Front-end development using HTML, CSS, and JavaScript

  • Illustrations and graphic design

UX Specialist Consultant - GTMX

Jun 2015 - Aug 2021 - 6 Years

Responsible for:

  • Definition, budgeting, and UX strategy for projects

  • User journeys and interface prototyping

  • Front-end development for websites, web applications, and mobile apps

Last Projects

Design Knowledge Hub at Locaweb

I led the creation of a scalable Design Knowledge Hub to eliminate knowledge loss, reduce rework, and remove dependency on specific individuals. The hub centralized processes, research, systems, and decision history, supported by clear governance (PAP: Principles, Agreements, and Practices) and a biweekly continuous improvement ritual. As a result, new designer ramp-up time dropped from three months to two weeks, design gained strategic influence with product, technology, and business, and the company began operating with consistency and autonomy in design decisions.

  • Elimination of dependency on specific individuals
  • Drastic reduction in rework
  • Acceleration of onboarding and the learning curve
  • Increase in design autonomy and maturity
  • Strengthening the strategic role of design
See more details

Locaweb Design System

Colaborative Systems

Design System

Interaction

Management

Strategy

Locaweb is the largest hosting company in Brazil. With 26 years of history, it leads the technology market by offering a wide range of internet solutions. It also gave rise to the LWSA Group, which is now composed of more than 26 companies.

My role was to lead the creation of a Design System to support more than 20 products across the company, ensuring it was scalable, multi-brand, and technology-agnostic, regardless of the engineering stack in use.

  • 1M +   Operational efficiency
  • 300%   Design productivity
  • 50%   Time to market reduction
  • 24   Implemented products
See more details

Design Chapter Creation

Agile

Chapter Build

Management

Strategy

UX Culture

When I joined Locaweb in 2021, my primary mission was to restore the UX function and bring stability to a fragmented chapter.

Over approximately two years, I transformed this chapter into a core pillar of the company’s strategy and operations. Beyond product teams, the Design Chapter became actively involved across all areas of the organization, and the processes established came to represent quality standards and a source of inspiration for other teams.

  • From 4 to 15 people on the team.
  • Solid knowledge base
  • Optimized Processes
  • Consistent and standardized artifacts.
  • Client communication area fully integrated.
See more details

To be continued...

These were the last three projects. If you’d like to see more, I have a dedicated page showcasing them.

See all projects

Social Content

Recommendations

What they say about me

People I’ve had the pleasure to meet, learn from, and collaborate with

“An excellent designer who not only brings very precise ideas and solutions, but also thinks deeply about development and value delivery.”

Danilo de Lucas

Dev Front-End Senior

We worked on the same team at Eduzz.

“Will not only provides guidance, but also creates an environment where every voice is heard, every perspective is valued, and collaboration flourishes naturally.”

Iolanda Santos

UX Designer

A team member I managed at Locaweb.

“A unique professional who genuinely cares about their collaborators and direct reports.”

Ana Neves

UX Designer

A team member I managed at Locaweb.

“Will is by far the person who inspires me the most, not only as a leader, but also as a professional.”

Mateus Villain

UX Designer

A team member I managed at Locaweb.

Just a sample

I’ve had the opportunity to meet many incredible people throughout this journey. Full recommendations are available on my LinkedIn profile.

See on Linkedin

So, shall we talk?

It will be a pleasure to talk about projects,
aspirations, and opportunities.

Schedule a talk